A newly released Nielsen report reveals the average U.S. adult is consuming 10 hours and 39 minutes of media per day – a full hour increase from 2015 – with the rise largely contributed to a substantial increase in smartphone and tablet usage.
Released on Monday, Nielsen’s Q1 2016 Total Audience Report found that smartphone usage increased by 37 minutes a day from the previous year. Tablet usage is also up by an additional 12 minutes.
While PC Internet usage also showed an increase by about 10 minutes, live TV consumption continues to decline. Down by three minutes from 2015, the average American adult now watches around 4 hours and 31 minutes of live TV per day, representing 42% of their overall daily media consumption. Despite the 1% drop from the previous year, Nielsen notes the live TV decline was much more pronounced between 2013 and 2014, when it dropped by 16 minutes.
Another interesting finding from the report is that about 50% of all U.S. households now have access to at least one SVOD (subscription video on demand) service, like Netflix, Hulu or Amazon Prime Video, which is the same percentage of households that use DVRs. Up from 42% a year ago, the increase in SVOD usage indicates that consumers’ preference is rapidly shifting to SVOD services.
Nielsen’s latest report supports the key trends seen in previous years, with TV consumption continuing to decline, while online video streaming and mobile usage continues to flourish.
The full Nielsen’s Q1 2016 Total Audience Report is available here.